This is just Iwata saying that not all games are going to be 3D, as some might serve a better purpose of using other system functionalitieswithout the use of 3D. If you read the latest Iwata asks about Star Fox 64 3D - It seems like they generally don't want to hold back how people experience a game. With 3D, or without 3D, with the gyro sensor controls, or without, with analog controls, or without, etc. I much prefer that then to be confided to using just one thing.
The 3D on the 3D is also optional, I think people often forget this ... you can completely turn it off, which is one of the better features about the device.
He's also not calling it a gimmick, he's stating that once the novelty of the 3D wears off (the initial wow factor), they'll still have the games to draw people into the device. It's the same thing as when the analog stick was first introduced, it was a novelty at one point then that novelty wore off, but it still works just as well
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